At RED we are constantly building and looking at websites. We’ve found that most companies do not have the necessary look or feel to create a customer. It’s a problem.
So let’s fix it.
Here’s a quick study I found in the Conversion Code that will interest you. It was a study to find out how to build trust with your website. Here’s the data:
Do different design and information content factors influence trust and mistrust of online health sites? Fifteen women faced with a risky health decision were observed while searching the Internet for information and advice over four consecutive weeks.
Participants discussed their first impressions of a website. There were two factors that led them to reject or mistrust a website quickly. The overwhelming majority of comments related to the design of the website.
The design does matter when it comes to building trust. Here are some quick design tips:
Use fewer colors. Then, the colors you do use will “pop.”
Google and Apple are really good at doing this. White Space is a good thing. They spend millions on design so I think we can trust them.
Don’t confuse your audience with too many choices or links.
More choices = fewer decisions made. Decision paralysis occurs when we have to select from options that are difficult to compare. Simply stated, decision paralysis can be described as having such a tough time choosing between action A or B that we pick action C or do nothing at all. The only exception to this is Amazon or some huge eCommerce stores. If you look at Amazon, you will see hundreds of choices above the fold.
Have a primary Call To Action.
What do you want your audience to do? That should be your primary call to action and the focus of the page. Your goal should not be for them to read everything and look at everything on your website. That’s not going to happen.
A website needs to show the customer you are a real business, with real people who understand the customer’s problems. Don’t confuse them.
Now onto our next design tip. After design comes Authenticity. We have found that an Authentic website will outperform design on many occasions. A well-designed website that is authentic beats all.
Real photos of the team and office
Your website should have high-quality photos of the team and your office. People want to know who they are working with and if you are in the service business, they especially want to see who is coming into their house. Real images of real people will have a major impact on your conversion rate, dwell time, and phone calls.
This actually goes the same for ads, which is another topic for another day.
You can check out our ‘about us’ page and get a look at our team. We are real people with a real office.
Here’s another example of a real estate website that has the actual team on the website.
Focus on the customers’ problems, not your business
Most websites start off with “WE” or “I” they never seem to focus on the customers’ needs and wants. Use copy that speaks to them and about them. What are your customers’ most pressing questions and how can you answer them quickly? Their most pressing questions: 24/7 Service, Upfront Pricing, Fast Response, Will leave the home clean, etc. Your customers want to know “What’s In It For Me?”.
The goal of your website is to get the customers to do business with you. We do business with those we like and trust. Social proof will build trust, answer their questions, and give them confidence. Plus we all like to do what everyone else is doing. If your website has a lot of proof that others are going with you, they will want to do the same. Unless you’re an outlier and go against the trend. Which is 2% of the population.
If you’re looking for help in these areas, reach out. If you are wanting to grow your business, let’s talk.
We grow companies with marketing. Go figure!